Access to Agricultural Radio Content in Indigenous Languages: Implications for Agribusiness in Nigeria

Abstract

Focusing on three states (Benue, Plateau, and Nasarawa) in North-Central Nigeria, identified as the nation's top crop farming states, this study explores farmers' understanding of agricultural radio content in indigenous languages and the consequences for agribusiness in Nigeria. The study collects data from farmers in the north-central region to address the research aims. The data was collected through a survey research design, using a Kregcie and Morgan sample table to select 663 farmers from the three states randomly. The study was anchored on the uses and gratifications theory. The study found that farmers know the availability of agricultural radio content in native languages. Most of them agree that these radio contents are relevant to agriculture. Findings also show that farmers in Nigeria have an excellent understanding of agricultural radio content in their native tongues, which suggests a bright future for the country's agricultural sector. With this information, they can better comprehend what they must do at a given moment to increase their yield and sell their goods for a profit (agribusiness). To encourage farmers to increase their production and support agribusiness, the study suggests, among other things, that agricultural radio content in indigenous languages be broadcast and expanded upon.